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Table of Contents

Chapter 1: Why Study Persuasion?
Chapter 2: What Constitutes Persuasion?
Chapter 3: Attitudes and Consistency
Chapter 4: Credibility
Chapter 5: Communicator Characteristics and Persuasion
Chapter 6: Conformity and Influence in Groups
Chapter 7: Language and Persuasion
Chapter 8: Nonverbal Influence
Chapter 9: Structuring and Ordering Persuasive Messages
Chapter 10: Compliance Gaining
Chapter 11: Sequential Persuasion
Chapter 12: Deception
Chapter 13: Motivational Appeals
Chapter 14: Visual Persuasion
Chapter 15: Esoteric Forms of Persuasion
Chapter 16: The Ethics of Persuasion

About the Author

Robert H. Gass is Professor Emeritus of Communication Studies at California State University, Fullerton, USA. John S. Seiter is Professor in the Department of Languages, Philosophy, and Communication Studies at Utah State University, USA.


The sixth edition of Persuasion: Social Influence and Compliance-Gaining continues to present persuasion concepts and theory in a comprehensive and engaging fashion. It is clear why this text is a leader in the discipline as it is both comprehensive and accessible to students. The sixth edition adds important material on digital and online persuasion which expands its' impact in explaining contemporary persuasion.

Andrew S. Rancer, Ph.D., University of Akron, USA

This book is a joy to read and captures students' interest in ways other textbooks do not. In today's world of sound bites and video clips, the humor, clever examples, and carefully chosen illustrations in this book captivate readers and make learning about persuasion accessible. The authors do an excellent job seeking out the most peculiar and intriguing research studies to engage their readers and make learning about persuasion research findings fun!

Elizabeth Dorrance Hall, Ph.D., Michigan State University, USA

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